In terms of numbers, the print ads are cheaper at about $0.10 per reader versus $0.28 on average per Google click. But the active engagement of the online audience outweighs the potential to reach the average print reader.

Prada would pay “28 cents for a click to the site where someone wants to buy the bag, versus a dime for an ad in a magazine page that may or may not be seen,” Rosenberg said Wednesday in New York.